This post was updated on 30 December 2016.
Everything you do to place your business in the marketplace in order to be well received by customers is about evoking an emotional response. You brand everything you do and let them know your product exist and then persuade them that your products and services are worth the price tag!
What is Branding?
A brand is a name, term, symbol or design which is used to identify a product or company, in order to differentiate the product or company from competition. Branding creates a perceived value of a product or company.
The important components of branding are:
- Key Colours
- Marketing Techniques
- Slogan or Brand Message
How to brand?
Let’s talk about image
Do you want your name on it or you want to be anonymous? Putting your name has its advantage because people can identify and trust you. Customers can connect with you on a personal level. However, if you are building a business with the intention of joint ownership somewhere down the line, putting your name might not be such a great idea that is made out to be.
In 1960, Tom Monaghan and his brother, James, purchased DomiNick’s now Domino’s serving pizza to consumers in many countries worldwide. Theirs is a typical example of how you can name a company for future franchise possibilities by simply detaching your name. Always bear in mind that what works for Peter might not work for Pawel.
Think about it when building your brand!
Colour is one of the most important component in creating brand identity. It offers an instant method for conveying a message without words. Every colour has different feels and various associations. To encode a brand in people’s memory, you got to be consistent with the colours you choose to identify your brand. Coke has made red its signature colour. And the competent blue of Twitter and Facebook cannot go unnoticed.
For example, our main logo carries #FFBC13, and #90D4E4. Other aspect of our colour code includes #4DADD4, #FFD700, #66C03D, #9B6515 and #D2691E respectively. Purple code remains private.
Stop making everything dark and grim especially when you are not an undertaker. Even some undertakers will choose brightly designed logo just to cheer their customers up. You want to design well illuminated logos.
Light it up with bright colours!
This identifies your business in its simplest form through a mark or icon. The beginning of the creative process should reveal what your business is set to do. You are a bridge to get customers from point A to B and consistency in presenting your vision is vital for brand recognition. Since you are taking them on a journey where they would otherwise not have been able to reach without your help, your logo should convey a message that reflects your mission.
The wheels of innovation requires a portrayal of values and goals. Take the Amazon logo for example, it simply shows they deliver everything A-Z. Your logo should create a message that attracts the target audience to create confidence in your business while differentiating between you and your competitors. If your logo does not fulfill this mission, it’s time to consider creating a new logo to re-position your company.
Remember you are a bridge. Make it a solid one!
In order to establish yourself as an authority in your business, developing and building your platform is the first step, which will be the basis for growing your audience and promoting products to them. Your reputation, voice…. must be unique.
Whatever is not yours can be taken easily away from you. You don’t want to rely completely on third parties. You want to build your platform. A Homebase where people can come and view you. They will trust you if you:
- Control Your Brand: Your content should be honest, valuable, delivered in multiple formats, as short as possible, but no shorter. Above all, results oriented. A call to action is a great way to control your brand.
- Build Trust and Reputation: Why are they coming to you? And why should they listen to you? They must look to you as a resource.
- Create Path To Success: Facebook, YouTube, Twitter, WordPress, Tumblr, Pinterest, Instagram, LinkedIn, Forums. Let them support each other. You don’t have to use all of these. Make sure you know what works best for you. Use trial and error, then scale.
- Have A Personality: Great content is required, personality is what makes you stand out. Even if your brand is casual, make it look professional.
- Add Value To The Community: Join networks and be a part of the conversation. This can also generate FREE traffic to your platform so people can discover your business. A tree does not make a forest. It’s as simple as that.
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Slogan or Brand Message
Here are classical examples of brand messages delivered with passion and integrity, putting the consumers at the heart of business solutions. A slogan should be framed in such a way that it conveys the brand message. It should be engineered consistently with the brand’s goals and objectives. To be memorable, it is suggested your slogan should have about 7 words max.
Your vision. Our future. – Olympus. Visually expressing the importance and benefit from user perspective.
Don’t be evil. – Google. To reduce evil is to make information available. Knowledge is good.
The greatest tragedy is indifference. – Red Cross. All about saving lives and helping others in time of crisis.
The happiest place on Earth. – Disneyland. Makes you forget about your sorrow. See how this Ex-Disney Employee Reveals Insider Secrets.
Just do it. – Nike. Goes without saying for sporting equipment, accessories and services.
Keeps going and going and going. – Energizer. For battery powered gadgets and toys.
It’s finger lickin’ good! – KFC. Slogan goes perfectly well with chicken.
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